ELC appoints United to reposition brand

Early Learning Centre (ELC) has appointed United London, without a pitch, to reposition its brand.

The retailer, which specialises in educational toys for children up to
six years old, is planning an advertising campaign, likely to take in
press and TV.

It is the first major drive ELC has run since it was acquired by Chelsea

Stores, which is owned by Tim Waterstone, from venture capitalist 3i for

£60m in 2004.

At the time, Waterstone said he planned to take the retailer back to its
educational roots and it is believed that the repositioning will reflect
this. He also said he would invest about £30m in revamping its 200
stores.

Previously, ELC's marketing was handled on a project basis by Billington
Cartmell. Last year, it created a direct campaign targeting mothers, but
it said there were no further projects on the horizon.

Last year ELC quietly undertook a number of in-store initiatives as part
of a general revamp, and hired design agency Parker Williams to overhaul
its packaging, giving its products a more contemporary image.

Other activity in 2005 included a programme of store refurbishments and
an update of ELC's in-house point of sale, due to be completed by autumn
this year.

The retailer also relaunched its website, which, together with franchise
agreements, accounts for 25% of its sales.

Chelsea Stores also owns childrens' retailer Daisy & Tom.